In 2014, we launched Bright Planning with one goal: to make a marketing plan that wouldn't get tossed in the garbage.
Founder Catherine Campbell watched as business owners threw away their marketing plans or placed them in a binder on a shelf...only to collect dust and be forgotten. Without an inspiring plan or system for accountability, these same business owners quickly fell victim to the day-to-day battle of keeping up with their companies. Their teams scrambled to get new customers in the doors. They reacted to what others were saying about their brand instead of proactively leading the conversation. They forgot to nurture established customers and grow a health circle of people who could refer friends or grow brand loyalty. Their profits stagnated.
The first department to typically get slashed in budget or lose direction was--you guessed it--marketing. Why? Because they didn't have a smart marketing plan.
There had to be a better way.
Catherine took the boring data, dry language, and chart-heavy traditional plans...and opted to design an elegant blend of print plan, digital plan, and expert support with numbers analysis.
Her proprietary system became The Marketing Map™.
The Map achieves a two-part goal: get a researched plan that is 1) clear and easy to follow and 2) will hold your team's focus every week to get things done and keep your campaign strategy all in one place.
To start, each Marketing Map looks at three different areas that will help your environmental company or social enterprise grow:
It can be timely and costly to attract new customers, especially when you're a new brand on the scene, or ahead of the curve with innovative products or services. The Map can help to create a detailed understanding of where your acquisition opportunities exist.
How will you protect and retain your best customers? We look at how you currently onboard, support, and empower your existing customers as well as your rate of churn, mechanics of reward and loyalty programs, and ways to improve.
Go-to-market strategy involves preparing the ground for a successful launch. The Map can help you launch your product or professional service in a timely fashion while optimizing media exposure, ratings, reviews, sales, and traffic for initial growth.
Your marketing plan isn't just a piece of paper. It's a doorway to growing customers and positive impact. All you have to do is turn the knob.
FREQUENTLY ASKED QUESTIONS
I'M INTERESTED IN A MAP. HOW WOULD WE WORK TOGETHER?
We'll jump on a 30-minute call to make sure we're a good fit for each other. Catherine will be honest and suggest another service or agency if she doesn't think you need a Map. But if you're a great fit, we'll set up the project and kick off with a Discovery Session with your team. During this session, we talk. Quite a bit. We will learn everything we possibly can about the way you work, what impact you want to make, uncover your most compelling stories, and research the business's growth history, strengths, and hidden opportunities. Then Catherine and her team will start building your Marketing Map.
We perform research, analysis, planning, and campaign strategy, put it all into one binder and/or online doc...then we hand off your new Map to you. The process takes about three to four weeks, depending on depth of the plan and the amount of external research or customer survey/focus group studies needed.
How long do you need your Map to be? It varies based on how far you want to plan ahead and have strategy blueprinted out for your team. We create plans that are between 3-12 months long. See below for pricing.
WHAT exactly does a map LOOK LIKE?
It's a chock-full strategy managed in an all-in-one physical binder, and can also be set up online in a project management space of your choice (such as Basecamp, Asana, Teamwork) at no additional investment. It covers specific instructions, tasks, and documents on how to grow your company using marketing tactics chosen specifically for you: email marketing, social media, public relations, SEO, live and virtual event planning, direct marketing, strategic partnerships, and anything else you might need to grow and surpass your standards.
In short: your plan breaks it down week by week and tells your team EXACTLY what to do to market the company.
For details on exactly what is included in each Map, contact us or schedule a time to talk. (We want to keep it a proprietary secret.)
ARE YOU GOING TO ASK US TO SPEND HOURS WE DON'T HAVE LEARNING NEW MARKETING PLATFORMS?
No. In fact, one thing we're known for is creatively designing plans to fit YOUR allotted marketing hours and team's technical expertise, with a little stretch room. Once you start following your Map, our team will stand by you and help you stay focused. The difference between us and other marketing firms or consultancies is the amount of support we provide to make sure you actually follow through on your marketing plan. Included in your Marketing Map:
- email support Monday-Thursday 9am-5pm EST
- a proactive weekly check-in email from us
- a 60-minute meeting/phone call each month during the continuation of your Map
We strongly advise you to focus on one month's goals at a time, but you can sleep better at night knowing you have the bigger picture right at your fingertips. You will know where you're going and how much energy it will take to get there.
WHAT IF YOU WORK WITH ANOTHER CLIENT IN MY INDUSTRY? WILL THEY GET THE SAME MAP?
No. We never copy a Marketing Map for businesses in the same industry. We understand you have different needs, budgets, team sizes, and time constraints...plus you wouldn't be in business if you were just another cookie cutter model. You need a plan that brings your one-of-a-kind company story to the surface and optimizes it through the right marketing channels.